PENGARUH KUALITAS PRODUK, HARGA DAN COUNTRY OF ORIGIN TERHADAP PREFERENSI MEREK DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA SMARTPHONE SAMSUNG DI KOTA PEKANBARU
DOI:
https://doi.org/10.35145/procuratio.v10i2.1661Kata Kunci:
Product Quality, Price, Country of Origin, Brand Image, Brand Preference, Kualitas Produk, Harga, Citra Merek, Preferensi MerekAbstrak
This study aims to determine the effect of product quality, price and country of origin on brand preferences with brand image as a mediating variable on Samsung smartphones in Pekanbaru City. The population in this study were students of the University of Riau, Pekanbaru City. The sampling technique used is purposive sampling technique with a sample of 119 respondents. Data analysis using SEM with the help of Smart PLS program. The results of this study indicate that product quality, price and country of origin affect the brand image and brand preferences of Samsung smartphone users in Pekanbaru City. Then the brand image affects the brand preferences of Samsung smartphone users in Pekanbaru City. Indirectly, brand image has a mediating role on the influence of product quality, price and country of origin on the brand preferences of Samsung smartphone users in Pekanbaru City. Improvement of brand image and brand preference is needed in various ways, especially improving product functionality, offering prices that are in accordance with the added value provided, and increasing product innovation so that consumers have confidence and choose Samsung smartphones.
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan country of origin terhadap preferensi merek dengan citra merek sebagai variabel mediasi pada smartphone Samsung di Kota Pekanbaru. Populasi pada penelitian ini mahasiswa Universitas Riau Kota Pekanbaru. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling dengan jumlah sampel 119 responden. Analisis data menggunakan SEM dengan bantuan program Smart PLS. Hasil penelitian ini menunjukkan bahwa kualitas produk, harga dan country of origin berpengaruh terhadap citra merek dan preferensi merek pengguna smartphone Samsung di Kota Pekanbaru. Kemudian citra merek berpengaruh terhadap preferensi merek pengguna smartphone Samsung di Kota Pekanbaru. Secara tidak langsung citra merek memiliki peran mediasi terhadap pengaruh kualitas produk, harga dan country of origin terhadap preferensi merek pengguna smartphone Samsung di Kota Pekanbaru. Peningkatan citra merek dan preferensi merek diperlukan dengan berbagai cara terutama meningkatkan fungsional produk, menawarkan harga yang sesuai dengan nilai tambah yang diberikan, serta meningkatkan inovasi produk sehingga konsumen memiliki kepercayaan dan memilih smartphone Samsung.
Unduhan
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